Growth in this area will also be helped by AOL's decision to extend its "Project Devil" online advertising service from desktop Web sites to mobile devices. The service is a shortcut to rich media offerings, allowing users to click on expandable banners to do things like watch a video, browse photos, or view feeds from a brand's Facebook or Twitter page.
“Mobile advertising gives marketers the chance to reach consumers on a more personal level than any other type of advertising,” said Juniper analyst Charlotte Miller. “Creating immersive and entertaining experiences to attract the attention of the consumer is essential for marketers wanting to take advantage of the massive increase in app usage.”Jupiter Research projects that overall mobile advertising revenues will triple by 2017 (mostly from North America and Western Europe), and that spending designated for mobile messaging will grow eightfold over the same period.
Source - Mobile Rich Media To Top $7B In 2015, Online Media Daily